How to Survive, and Even Thrive, as a Modern-Day Marketer

In case you’ve been living under a rock, here’s some news; your customers are in control. The traditional rules of marketing and branding are dead, loyalty is a myth, and the concept of the sales funnel is almost laughable.

But you’re still on the hook to meet sales revenue goals. What to do?

Here are three ideas:

Stand Up

Brands with a purpose grow twice as fast, and 61% of Millennials and Centennials, and over 56% of Generation Z, show a preference for brands that stand for something, according to research by Kantar Consulting.

Brands like Patagonia, Nike, and Tom’s have successfully taken a stand, and their customers have responded. Campaigns like Nike’s Colin Kaepernick “Just Do It” have struck a chord.

Of course, taking a stand can alienate a portion of your customers. But it may be worth it to expand influence with customers that agree with your stance.

Be Human

recent study by the Mattersight Corporation, revealed that nearly 85% of Millennials prefer communicating with family, friends and coworkers in person. The natural conclusion is that consumers prefer to do business with people they know.

So how do you give your customers that sense of connection without making house calls?

Be conversational with all of your communications. Make sure you have an actual brand ambassador responding to and engaging with customers on social media.

Another great idea is to showcase your staff so your customers have a better feel for who will be handling their requests.

Be Good

Quality matters. Exceed your customer’s expectations or solve their problems in a new and inventive way, and watch results soar.

Billion-dollar brands are being created in record time by applying this principle. Spanks and Warby Parker to name only two!

And remember, the customer experience is part of your product too. Improve the quality of your buying experience by streamlining and simplifying wherever you can. And as you do, you’ll amplify the value of your product or service delivers, which will differentiate you in the market and attract a new set of profitable customers.

About One Partners

One Partners is a purpose-driven performance marketing agency helping clients attract and close more of their best customers. Based in Salt Lake City and Seattle, we thrive and the intersection of adventure and innovation. Visit to learn more.


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